Refreshing one of San Francisco’s oldest and most beloved brands.
In 1849, the Boudin family struck culinary gold. Wild yeasts in the San Francisco air imparted a unique tang to their traditional French bread, giving rise to the world renowned “San Francisco sourdough.”
Refreshing a cultural icon, a 160-year-old brand, with a rich and successful heritage was right in our wheelhouse. With so much to draw on historically, and an uber recognizable image to start with, our work had to honor the past while creating a flexible system for the future.
Collaborating with lead agency A+A, we developed a comprehensive design program that addressed the evolving needs of both the corporate and retail brand as the business expanded into new locations and markets.
Boudin Brand Refresh
A + A
Boudin at the Wharf
Home of their original 160 year old “mother dough” and flagship of Boudin brand, this 20K sq./ft. multi-use retail space was designed to celebrate the company’s rich history and deep roots. Throughout, large exterior and interior marque signage and environmental graphics introduce and direct customers to this destination location.
Refining a San Francisco Icon
The original Boudin sourdough logo was created in 1974 by famed San Francisco designer, Primo Angelli. Our challenge was to refresh his iconic mark with an identity system that supported Boudin’s resurgence into their newly redesigned retail locations, while working seamlessly in today’s demanding media arena. As part of the rebrand, we introduced a new “BOUDIN” logotype to the family of brands to support the expanding organization’s business ambitions.
Time and Place
Channeling the spirit of their French founders, we found lots of inspiration in the typography of cafe signs and products of old Paris.
No Place like Home
We knew there was magic in San Francisco’s early days. We found it by researching the cacophony of hand painted signs, horse drawn carts, and rustic brick, wood and stone buildings from that burgeoning world. In fact, Boudin’s roots run so deep into this time and place, that we crafted a timeline chronicling generations of family members over its 160-year history.
Exterior signage has evolved to include use of the new BOUDIN logo locked to the refined Sourdough mark. Pictured here, a detail of one of Boudin’s retail locations and below, signage from their flagship location at Fisherman’s Wharf.
The Bakery and Cafes
Some examples of the brand being extended to the shopping bags, crockery and menus.
Signage within market hall at Boudin at the Wharf.
Built to Last
Detailed corporate guidelines documenting logo usage and program standards ensure that the brand will be effectively managed over the coming months and years.